Peanut butter and personal branding

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I recently have the privilege of meeting Pic from Pic’s Really Good Peanut Butter. Pic is the biggest fan of peanut butter I’ve ever met (and about as engaging as they come). He displayed so much enthusiasm for his product that made an unintentional mockery of ‘personal brand’ expertise, which was timely, because I’ve heard the phrase a fair bit recently.

I understand the requirement for a personal brand, I just think adding a term to the concept undermines the whole point. To me, your ‘personal brand’ is the person other people believe you to be. Since I’m a fan of authenticity, that means your personal brand is, in fact, who you are.

There’s definitely room to put in some thought about who you are, what defines you and how to best represent that publicly… but I find it a bit scammy to do much more than that in terms of ‘brand development’. While shyness is probably the biggest barrier to conveying your personal brand, coming up with what it is, shouldn’t be. For the likes of me, something as structured as actually crafting a ‘personal brand’ is counter to who I am. Basically, what Im saying is your personal brand is simply knowing who you are and being yourself (regardless of the scale or situation).

Maybe the likes of Pic are personal brand experts, or maybe they just innately ‘get’ it. Regardless, I suppose you know your personal and business brand are raving successes, when suddenly every man and his dog are jumping on the peanut butter bandwagon. It takes a lot to turn a completely ignored product into the newest craze.

2 thoughts on “Peanut butter and personal branding”

  1. Funny story, Pic is a really good family friend of John’s. I met him when I was in Nelson in February and he’s just as fun and engaging as you described.

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